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Your WIIFM Factor: Know It, Love It, Share It

We live in a “me” generation. It’s all about us and the WIIFM factor. We constantly want to know, what’s in it for me? Unfortunately, too many companies don’t understand that, when it comes to marketing, it’s not all about you; it’s about your customers.

Customer perception defines who you are as a brand. Your WIIFM factor is the key to your USP, as well as your marketing message. You need to know the tune your radio station, WIIFM, is playing. And if it’s not yet about your customers, you have a little work to do to move the dial.

Laundry Lists Are Great for Tasks, Not for Marketing

No doubt you’ve been to a networking event and heard a laundry list of every little thing someone else does. Whether it’s in their commercial or in answer to the question, “What do you do?” invariably someone will start listing all of the things they do. It’s tedious, boring, and will drive people away. UPS even made fun of the approach in their 2019 Super Bowl commercial.

As the commercial points out, when you start listing all of the things you can do, people lose interest—quickly. No one wants to hear all of the things (or in the commercial’s case, -ings) you do in your business. These are your features. As a take on an old saying: Features tell; benefits sell.

Save the laundry list for your to-do items. If you want to list everything, put them on your website as different service pages. Don’t use this as the crux of your marketing.

Focus on Benefits First

Benefits are why people buy from you. They differentiate you from the competition and showcase why your brand, product, and service are better. If you’re not sure of the benefits you provide, consider this exercise:

What are you selling?

What are people buying from you?

At first, you might think that these are the same things. Obviously, if you sell cars, people are buying cars from you. Right? Well, yes, that’s right, but challenge yourself to think more broadly.

What are you selling? Cars

What are people buying from you? Transportation, the opportunity to teach their kids how to drive, peace of mind, a safe way home

See the difference?

Your Benefits Share Your WIIFM Factor

Let’s look again at the WIIFM factor and how your benefits clearly articulate what’s in it for your customers. Sticking with the car example, the WIIFM isn’t that you’re selling a car. Lots of people sell cars. But if your car is more cost effective, more comfortable, gets better gas mileage, is in limited supply, or has the “cool” factor, that’s what makes customer choose yours over the competition.

How can this work in your business?

If you haven’t previously considered what you’re selling vs. what your customers are buying, it’s time to do that. Because that’s where your differentiator lies.

Watch The Smart Minute episode about WIIFM factor

How Can We Help?

If you’re not sure of what your benefits are for your product, service, or brand, Ink & Quill Communications can help. We start with defining your target market, and then we get to the heart of your unique selling proposition and benefits. With all of this, we create strong messages that we then integrate across various media to reach and engage with your market.

Let’s schedule a brief call so we can learn more about each other and see if we’re a fit.

The post Your WIIFM Factor: Know It, Love It, Share It appeared first on Ink & Quill Communications.

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How to Network Your Business for Maximum Results

As a smart business owner, you know that there are a variety of ways to get the word out about your business. One of the most cost-effective, however, is networking. Many small-business owners and entrepreneurs are out there going to events to drum up business and build relationships (read Networking Your Business for more). But the question is: Do you know how to network? If you’re not doing it well, you’re probably just wasting your time. Let’s put an end to useless time wasting and start networking well, shall we?

Prefer to watch? Check out this episode of The Smart Minute: How to Network

And You Are?

One of the best ways to let everyone know you’re open and willing to chat with them is by wearing a nametag. Your name is precious, and sharing it with the world is a gift. Most networking events have paper nametags at the check-in booth, which are just fine, but you could up your game by having a magnetic nametag. They’re not very expensive, and then you can put your name as well as company name on there. This is a great conversation starter since, with your name and company on display, people are much more apt to ask questions about your business and what you do.

Knowing where to put that nametag is another key point of how to network. Put it on your right front chest, kind of where your arm bends in if you hug yourself. It should be high, straight, and easy to read. Why the right side? When we meet people, we instinctively shake hands—with our right hands—putting that nametag right in the line of vision. Ladies, if you hold a purse on your right shoulder at networking events, you can move the nametag a little to the left. Better yet, use a cross-shoulder bag that rests on your left shoulder. Problem solved.

May I Have Your Card?

When you go to networking events, you’re likely going to meet someone who asks, “Do you have a card with you?” You should ALWAYS have cards with you. Keep them in your pocket, wallet, purse, car, computer bag, hiking backpack…anywhere you are likely to run into someone. Never should you answer that query with, “No, I didn’t bring cards” or “I just ran out.”

What should your card say? Definitely have your name, company name, and ways to contact you: phone, email, website. Make sure the font is big enough to read, so not 3 point or such silliness. If your business name doesn’t clearly state what problem you solve, it’s also smart to put a tagline or some value proposition so people understand how you can help them. (How to network pro tip: Use both sides of your business card and print them on paper that can be written on.)

It’s up to you whether or not to include your picture on your business card. Some people really like this because it helps card receivers remember you later on. A word of caution if you do choose to have your picture on your card: Make sure it’s up to date. There’s nothing worse than having a picture of 25-year-old you on your card when you’re clearly in your 50s.

Do not hand your card to everyone you meet, leave them on tables in the venue, and put them in the stalls of the restrooms. Treat your cards like money. After all, they cost you money, and some cards can get pretty expensive. Only give cards to those people who ask for them or the people you really feel could be a good connection.

Does Anyone Have a Pen?

It seems like, at some point, we all need a pen—yet not everyone carries one with them. Be the difference. Carry a pen in your pocket or purse. That way, you’ll have one when anyone needs one. (Pro tip: carry pens imprinted with your business information and give them away as people need pens). Also, you can use your pen to jot down information on the business cards of the people you meet. That way, when it’s time to follow up, you’ll have a note you can reference.

You may also want to carry a notepad with you. Something small with pull-off pages is great to put in your pocket or bag, and when you want to jot down any key points, you’ll be ready. Sometimes, the people you meet will ask for something else that’s not on your card, like information on when and where your BNI chapter meets, for instance. If there’s not enough space on the card, you can write down the information on that little piece of paper. (How to network pro-tip: Carry a notepad or sticky notes with your business name and number on them so you maintain your branding.)

Your How to Network Differentiator: Stand Out and Be Remembered

Is there something about you or your business that can become your trademark when you’re out networking? Wearing a certain color shirt / blouse, tie, pocket square, or shoes; apparel with your logo on it; a bow tie; crazy-colored hair; or a uniform will help people remember you long after the networking event. Make it either part of your personal brand or company brand so it ties in with what you’re trying to accomplish.

If you’re looking to grow your business, networking is one of the key ways to do it. Ink & Quill Communications can help. By providing smart marketing solutions, we are your outsourced CMO, and we get marketing handled. Schedule a brief consultation to learn more.

The post How to Network Your Business for Maximum Results appeared first on Ink & Quill Communications.

source https://iq-communications.com/how-to-network/ source https://iqcommunications12.tumblr.com/post/183689048606

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Networking Your Business

Okay, let’s get honest for a minute about why people buy from the companies they choose. They buy from a specific company for certain reasons, primarily: cost, convenience, quality, or the brand itself, which could relate to the culture. In the world of small businesses, these rules still apply, but it’s also about buying from people we like, know, and trust. But how are potential customers and clients going to know about you if you’re not networking your business? As a small business, this may be one of the most important, cost effective, and easiest ways to market your business.

Prefer to watch? Check out this episode of The Smart Minute: Networking Your Business

You Are Your Brand

If you’ve been to this blog before, you know that we work primarily with small businesses, whether those are a one-person-at-the-dining-room-table variety or the home services company with 10–15 trucks on the road. And with 1–20 employees, each person epitomizes the brand. To put it simply, you are your brand. That relates to personal branding and how you conduct yourself on LinkedIn, but it’s also part and parcel of networking your business since, in actuality, you’re also networking yourself.

Because we do business with people we like, know, and trust, if you are out there networking, you need to be likeable. That means a big, happy smile, an outgoing attitude, and a helping mindset. After all, the world is watching.

What Networking Isn’t

As you are going to events and networking your business, it’s important to have some idea of what it is you’re doing and what your expectations should be. First, let’s cover what networking isn’t.

Networking Isn’t…a Sales Call

Wouldn’t it be lovely if every new person you met was poised and ready to buy your products or services? In fact, they may be exactly in the right place to do just that, but they’re going to be very turned off if you go in hot and approach your meeting as a way to sell yourself. Remember: No one wants to be sold, yet everyone wants to buy. People are going to ask what you do and who you are, but they’re not going to ask you to pitch your wares. So don’t do it.

Networking Isn’t…a Way to Solicit Help

Are you looking for a job? Do you need to secure five new deals to make salesperson of the year? Those are great things to need help with, but the person you just met at a networking event isn’t the person to ask. We help people who are already in our network because we’ve established a level of trust and a relationship with them. If you’re out there networking your business to new people, they don’t have that level of familiarity with you. Therefore, they’re not the person you need to tell your sob story to. Save that for your friends and family.

What Networking Is

Networking your business is an art, and it’s an acquired skill. You don’t go in to a networking event to sell, and you shouldn’t be asking everyone you meet for help. So what should you be doing at a networking event?

Networking Is…a Way to Build Relationships

The primary reason you—and everyone else, for that matter—is out networking your business is to create relationships. That should be your focus at every event you attend. Remember, though, that relationships are not built in one meeting. Think of when you were (or are) dating: If you want something to last, you don’t go to bed on the first date. That’s not a relationship. The same rule follows in networking: People aren’t going to buy from you and become raving fans the first time they meet you networking.

Networking Is…a Way to Stay Current with Your Network

Some experienced networkers don’t really even have the goal of meeting new people when they attend an event. Instead, they’re looking to see their current database and deepen those relationships. Sure, you could definitely run into someone you know who is talking to someone you don’t, and that’s a huge bonus. In those cases, the introduction usually comes with a great testimonial: “Kim, meet Joe. Joe is an accomplished financial advisor who helps families secure their financial futures. He actually helped my family to create a sizeable nest egg that is going to fund our retirement and our kids’ education.”

Pure networking gold.

Networking Is…a Place to Focus on Giving

While you do not want to ask the people you meet at networking events to help you in meeting your business goals or buying your daughter’s Girl Scout cookies, you do want to be focused on giving back. BNI has a philosophy that is perfect for this: givers gain. What it means is that, when you give, you get back so much more.

As you’re networking your business, keep asking the people you meet, “How can I help you?” and “Is there anyone here I can introduce you to?” Before you know it, your GAIN will be so much more than your GIVE—and you’ll feel awesome in the process.

Where You Can Be Networking Your Business

Everywhere you look is an opportunity to network, from elevators to sports games to actual networking events. That’s even more reason to know who you are, what you do, how you help people, and what sets you apart. Some places you might want to focus your efforts are formal referral groups, chambers, and industry associations.

Referral and Leads Groups

Referral networking is word-of-mouth marketing on steroids. When you need a certain product or service, there’s nothing better than reaching out to that friend who always “has a guy.” But if you join a referral group, you can be the guy who has a guy! BNI is arguably the best referral networking group, but there is also LeTip as well as a number of local groups, usually started by chambers.

Most leads groups have weekly structured meetings in which you are able to educate the members, or your sales team, to go out and find you referrals. They are limited to one person per profession and work best when referral partners pair up and create a powerhouse working in unison to secure and share leads.

Chambers of Commerce

Every city in America seems to have a chamber of commerce. While many are involved in the local political scene, most also have events. They may have leads groups, but in addition, you’ll find mixers and meetings over meals. Mixers are typically more casual, whereas breakfast and lunch meetings may have a structure that allows attendees to share an elevator pitch.

Chambers are equal opportunity, so if you’re in a popular category, such as a financial advisor or Realtor, you’re going to run into some heavy competition in a chamber. Be sure you know what sets you apart from that competition!

Industry Associations

Most professions have association groups, including careers such as facilities managers, Realtors, electricians, and attorneys, to name just a few. You can go to associations for your specific profession if you are looking for educational opportunities and referral relationships, although know that most attendees will do exactly what you do. Another option is to attend industry associations where your target markets hang out. For instance, if you’re a mortgage professional, you may want to check out some Realtor groups.

LinkedIn and Facebook Groups

While this is not an in-person way to go about networking your business, you can still build relationships on social media. LinkedIn is really just an online version of a networking event, and you can most definitely build relationships via LinkedIn. When you have a great game on LinkedIn, you can turn your efforts there into revenue.

Facebook groups are gaining popularity, and many of them provide opportunities to build relationships and generate referrals. Just as with industry associations, join groups where your colleagues hang out as well as ones where you’ll find referral partners.

Need Help Networking Your Business?

Ink & Quill Communications is an outsourced CMO firm that helps businesses get marketing handled. And we truly believe in the benefits of networking your business. We incorporate in-person and online networking with traditional and digital marketing and advertising to ensure our partners have a full-scope way to grow their businesses. We’d love to help you too! Schedule a complimentary consultation now and learn how 10 minutes can make a big difference to your bottom line.

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Benefits of Outsourcing Marketing: Why Your Company Needs a CMO

As a smart business owner, you know how important marketing is to your business’s success. You have a variety of options to market your business, and most businesses are doing at least a few things to ensure their message is out there. Unfortunately, there’s one thing many entrepreneurs are missing: the benefits of outsourcing marketing through the use of a CMO. When you hire a CMO, you not only take marketing off your busy plate, but you also increase ROI and ensure targeted integration. Sound good? Read on!

Prefer to watch? Check out this episode of The Smart Minute: The Benefits of Outsourcing Marketing

The Way Most Small Businesses Do Marketing

The likelihood is that you own or work in a small business. How do you define “small business”? The Small Business Administration has a number of definitions, which are delineated by industry. A small business could generate from $50,000 a year to up to $25 million. And it could be a solo-run company or have hundreds of employees. Suffice to say that most companies in the US are considered small. And the vast majority of small business is really small—with as few as a handful of employees and up to $5 million in annual revenue. If this is your business, you’re probably handling most of your marketing yourself because you don’t have an onsite team of people to help.

This is the way it usually works: You, as the business owner, hire a variety of vendors to implement marketing tactics for you. You might have one company for SEO, one for social media marketing, one for blogging and content, and another for paid advertising. You might also be dealing with advertising through magazines or be partnered with a public relations firm to secure media opportunities.

All of these are great things to have in your marketing toolbox.

But one question: Who’s defining your marketing strategy and supervising and coordinating all of these vendors? If it’s you, it might be time to consider the benefits of outsourcing marketing.

The Role of a CMO

Large companies have a C-suite of lead employees. These include CEO, COO, CTO or CIO, CFO, and CMO. A CMO is a chief marketing officer. In those larger, enterprise-level operations, the CMO is defining the marketing strategy and working closely with the other C-level team as well as a board of directors, in many cases. The CMO also oversees a team of implementers, which can range in numbers depending on the company.

If you’re large enough to have an onsite, full-time CMO, you’re probably spending $150,000+ a year in salary and benefits for that individual. And that, of course, doesn’t include the team of implementers. Typically, the people on an in-house marketing team can include all of those vendors your small business has been hiring: graphic designer, website designer, SEO and digital marketing specialists, media planners and buyers, advertising executives, content creators, and social media managers. Your investment in that team is dependent on whether those individuals are part time, full time, or contract. But no matter how you do it, you’re likely looking at $200,000 a year or more.

The Benefits of Outsourcing Marketing to a CMO: It’s Cost Effective

Now that you’ve nearly had a heart attack at the expense associated with marketing, take a breath. It doesn’t have to be that way. If you’re an IBM or Coca-Cola, you have the millions of dollars to support a robust marketing and advertising team. But let’s face it, if you’re reading this blog, you’re likely not running an enterprise-level company. You’re a small business. And you have a small-business budget.

There’s good news. You can enjoy the benefits of outsourcing marketing by hiring a CMO firm to manage your marketing on a part-time basis.

Some companies refer to this outsourced marketing as fractional CMO. In this model, you get all of the support of a full-time CMO on a fractional, or part-time, basis. Even better is when the CMO brings with them a team. Now you don’t have to pay all of those different vendors; instead, you pay one firm to create the strategy and implement the tactics. Winning!

Let’s say that you have your own team, though—and you want to keep them. That’s okay; a CMO can work with your existing team. Typically, you’ll just end up paying a percentage above and beyond what you pay your team to manage the implementation. You still get all of the strategy, one point person, and a focus on your business without getting rid of any of the team members you love. How awesome is that?

The Benefits of Outsourcing Marketing to a CMO: It’s Integrated

Still not sure that hiring a CMO is for you? After all, why pay for something when you already have vendors, right? Let’s look at a hard example of the benefits of outsourcing marketing by hiring a strategy lead.

As a successful business owner, you’re already sold on the idea of SEO. But your SEO company only does the optimization part; they don’t provide the blogs. So you hire a content-marketing firm to write blogs for you. But what if your SEO company doesn’t know that you have a blogger, and your blogger doesn’t know that you’re working with an SEO firm?

While pretty much all marketing needs to be integrated to be successful, it’s even more imperative when looking at SEO and content. Ideally, they are married and talking to each other daily. Blogs should feed the efforts of SEO and vice versa. But you’re a busy business professional. You don’t have time to create that strategy.

Enter your CMO.

Because one of the best benefits of outsourcing marketing is that your CMO defines and implements strategy, they’re going to be talking to SEO and blog folks (either internally or externally) to ensure everyone is on the same page.

And of course, that means your business will reap the rewards! Faster results? Yes! More ROI? Yes! And best of all: less work for you!

Get the Full Benefits of Outsourcing Marketing

Ink & Quill Communications IS an outsourced marketing firm. When you work with us, you get a dedicated CMO and a full team of strategists and tacticians. Our brain trust includes content, digital and traditional advertising, digital and traditional marketing, social media, graphic design, website design and development, SEO, and even print and promotional products. You need it; we have it. Plus, we provide everything at a static, manageable monthly budget that’s unique to you and your needs. That’s our Smartest-for-You Package, and it gives you everything you need to get marketing handled.  

Curious if outsourced marketing and a CMO are the right fit for you? We’d love to chat. Schedule a brief 10-minute call to learn more.

The post Benefits of Outsourcing Marketing: Why Your Company Needs a CMO appeared first on Ink & Quill Communications.

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Who Are You? The Power of Personal Branding

Since you were a little kid, friends and strangers alike have been asking you the age-old question: “What do you want to be when you grow up?” It got you thinking, even if you didn’t have the greatest response. Now that you’re grown up, that question has evolved. Today, people who want to get to know you better ask, “Who are you?” That question is probably getting you thinking as well. And the answer you give has everything to do with personal branding.

Prefer to watch? Check out this episode of The Smart Minute on personal branding.

What Is a Personal Brand?

Whether you know it or not, you have a personal brand. Right now, this very minute. Everything about you exudes your brand, both online and in person. It’s in the way you hold yourself, what you wear, how you speak, and what you say. It comes through online, over the phone, and in person.

It doesn’t matter if you’re an entrepreneur, business professional, or job seeker; personal branding is important to you and to those with whom you interact. Why? Because it not only says who you are, but it shares the value you can provide.

And don’t kid yourself: People are making almost instantaneous decisions about you based on your personal branding. They’re determining if they want to do business with you, be your friend, date you, and even talk to you! It’s that fight-or-flight response in our monkey brains that kicks in, and it makes us like or dislike people, often with no real thought as to why.

Your brand usually comes through in a number of situations and settings. These could include your resume, a professional bio, LinkedIn profile, website, and in person. The first two questions people want to know the answer to when they meet you—in any of these settings—relate directly to who you are:

What’s your name?

What do you do?

Personal Branding 101: Who Are You?

The first thing to consider in your personal brand is the answer to the question, “Who are you?” Networking trainers are even suggesting using this question, specifically, when meeting new people. Skip those traditional questions about what you do and go right for the gut. You may be surprised at the answers you’ll receive.

If you were on the receiving end of the “Who are you?” question, how might you respond? Most of us think of our professions first: Realtor, doctor, business owner.

But what if you’re a job seeker?

It’s certainly not imperative that you go to your profession when asked who you are. You could say you’re a parent, child, sibling, or wild Disney fanatic. But a lot of our identity is tied to what we do. It becomes who we are. And that can be a tripping point for a job seeker.

Job seekers, take note: If you must answer the “Who are you?” question with a job title, do not say you’re unemployed. Instead, look to the future: “I’m currently looking for a position as a <fill in the blank>.” This is much more positive and engaging, which is exactly what you want when you meet someone new. (PS: This works on LinkedIn as well.)

Communicate Your Personal Brand with Gusto

It’s up to you how you want to communicate your personal brand, but you have to have a story.

Personal branding is all about the story you’re telling—both to yourself and to others. It needs to resonate with you before it can resonate with anyone else. Do you want to be a one-word answer? Or do you want to be a value-added story?

When it comes to branding, storytelling is an extremely effective approach. “Signature personal brand stories can drive your career,” shared John M. O’Connor in a Feb 2018 Forbes article. And that’s true no matter what kind of career you’re in and whether you have your own gig or work for someone else.

You need a great story to tell people who you are, as well as the value you can provide. A perfect starting point is your why. What gets you up in the morning? What makes you smile? Share your passions, your purpose, and your goals in life. Tell the person that you make amazing brownies and plan to climb Mt. Everest before you die (if it’s true, of course). Boast about your kids and how your son is the #1 player on his soccer team. Gush about how much you love helping your clients solve their challenges.

Anything is fair game in personal branding, really, but it needs to be true, authentic, and engaging.

Keep in Mind the Three E’s

In all content marketing, you should include the three E’s:

Engage

Entertain

Educate

Although we can’t always include all three in everything we do in the marketing realm, it’s a goal that underlies all of those messaging efforts. And you can have the same goal in creating your personal brand story.

You have roughly five seconds to grab someone’s attention, and some would argue that can be as low as three seconds. In marketing, we call it the three-second rule, and it usually relates to websites: Can someone who is visiting your website for the first time tell what you do in three seconds or less? If not, the website needs to be fixed.

Now, apply the three-second rule to your personal branding. Assume that whoever is reading about you on LinkedIn or your website or who is listening to you in an elevator or at a networking event is only going to pay attention for three seconds. Can you engage them to keep listening?

Once they’re engaged, can you entertain them so they’ll keep listening? And once they are both engaged and entertained, are you able to educate them so they know how you can help them or their network?

Putting the three E’s together will keep you top of mind for your audience as well because now they’re “in.” But there’s one more aspect that you may not have even considered.

Get Your Story Straight

If personal branding is all about your story, you need to start creating something wonderful. This may take some time, and some of us are still working on our story even now! Keep in mind as your crafting the answer to “Who are you?” that your personal branding story is part why, part three E’s, and all heart.

Heart? Yes, heart.

There are two words in personal branding: personal and branding. Branding is marketing, and that’s how you’re different from others. But personal digs deeper. Who are you at your core?

Get beyond that marketing rhetoric for a minute. Be vulnerable. Be open. When you are able to create a story that blends both personal and branding, you’ll be on your way to really sharing more about yourself. By sharing more about yourself, you’ll start creating relationships. And as we all know, it’s the relationships we have that help us win—in business and in life.

Ink & Quill Communications offers outsourced CMO services to clients in Phoenix, Arizona and around the globe. We also specialize in personal branding. Learn more by scheduling a free call or leaving a comment.

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A Smart Onboarding Process Helps Keep Customers Happy

Onboarding…. What the heck is that? Isn’t that where you bring on new employees? True, one type of onboarding process does deal with adding new employees to your team. But if you’re running your business well, you’ll not only add new employees, you’ll add new clients. Do you have a process for onboarding them?

Don’t fool yourself: Onboarding clients is just as important as onboarding employees. Think about it: You want your employees to thrive with your company. But you want the same thing for your clients, don’t you? That means an onboarding process for them will be imperative for retention and their overall satisfaction with your company.

First, What Is Client Onboarding?

You worked hard to get the clients that you have. No doubt there was marketing outreach, sales calls, proposals, and the like. You probably spent a good chunk of change on securing those prospects as well. But they’re no longer prospects, are they? Now, they’re clients. And clients need to be transitioned into their new role.

If you have ongoing, monthly clients in your business, they need some handholding from you and your team. They may never have worked with a company that does what you do. And if they did, they may not have felt valued, which is why they’re no longer with that other company. Now, they’re with you. And now, they need to know what’s going on.

To put it simply, client onboarding is a way to ensure that your new clients feel valued and as if they’ve made the right choice in choosing your company.

Creating a Smart Onboarding Process

When you build your onboarding process, you want to look at your company and how you work with clients. What do they need to know to be successful? Are there certain things you need from them to get started? Will you plan to thank them for becoming a client?

Start with Thank You

A good place to start with onboarding is to thank your new client for choosing your company and for trusting you. Whether this thank you is sent as an email, video, card, or gift, be sure that you let them know they’re valued and appreciated.

Let Them Know What’s Next

Create a document, video, or checklist of what your new client can expect as they move forward. What will you be doing first? How will you transition them from prospect to client? What is your timeline? The more information your clients have about what’s happening, the faster they’ll become comfortable in your abilities.

Give Them Tasks

Most of the time, clients hire you to take care of something and to take it off their plates. However, they usually want to stay in the loop. Part of that happens by telling them what to expect, but part of that is in giving them assignments. Do you need login information, documents, charts, or logos? Provide them with what they need to do and a timeline so you can get started on your end.

Avoid the Set-It-and-Forget-It Mindset

While a smart onboarding process helps your new clients feel appreciated and valued, don’t let it stop with that. You want to maintain communication with them to ensure they are informed and participating. You may even want to schedule an onboarding follow-up with your new clients to make sure those first vital steps are progressing as they should be.

Stay tuned to this blog for our next article on follow up. Remember, you first get the clients, then you transition them to part of your team, and then you have to keep that conversation going. It’s definitely cheaper to keep clients on your roster and happy than it is to continually find and onboard new clients.

Contact us to learn more about how Ink & Quill Communications can help with your marketing—and onboarding processes.

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The Job Interview Question You’re Too Afraid to Ask—That Will Help You Get the Job

Finding a new job is definitely a process. You craft a great resume, you optimize your LinkedIn profile, you scour the web for positions, and you network with the right people. Finally, after all that work, you start to land interviews. But that’s doesn’t mean the hard work is over. You still have to answer—and ask—questions in a way that showcases the value you can provide. But what about the job interview question you’re too afraid to ask, the one that will help you get the job?

Prefer to watch instead of read? Check out this episode of The Smart Minute.

Interviews Are Give and Take

Gone are the days when you were told to take control of the job interview. These days, job interviews are more of a conversation. They ask questions; you ask questions; you get to know each other. The goal is not only to let them know that you’re able to do the job. You also want to ensure that you’re a fit for each other.

Throughout the interview, as they’re asking you questions, you want to have some good queries you can volley back to them. Great questions show that you’re thoughtful, listening, and engaged. But wait your turn. You don’t want to talk over the interviewers, and you certainly don’t want to be thinking of a question while they’re talking. Remember, it’s a conversation.

Some Great Questions to Ask

There are a number of questions to consider as you move through the interview. And no, none of them involve salary or benefits. Instead, look to gain information that will help you make a good decision as to whether this role and company are for you. Some questions to ask include:

Why is this position vacant?

What is the onboarding process like?

What is your managerial style?

Can you tell me a little about the corporate culture?

One job interview question can lead to another and flow throughout the conversation. Of course, if you’re offered the opportunity to ask questions in a pointed way, you can discuss these ideas then as well.

The Job Interview Question You Didn’t Know You Should Ask

There’s usually a process to the job interview. You’re greeted, you share your resume, you meet the team, you banter questions back and forth. And then, toward the wrap-up at the end, you ask a few more questions, share your references, and thank the interviewers for having you.

But are you missing what might be the most important job interview question of all?

Admittedly, it takes some hutzpah or cojones to ask this question. But it’s a good one:f

“Is there anything I’ve shared with you today that would make you feel I would not be a good candidate for this role?”

Whoa, right? This is the job interview question that will separate you from the competition.

Why This Job Interview Question Is So Important

Some job seekers—the not-so-savvy ones—are prone to ask, “Can you tell me how I compare with the other people you’ve met?”

The answer to that is no. All day long. Companies can get sued for even considering this question. Don’t bother.

But the other one? You’re not asking them how you compare to other people; you’re asking them how you compare to yourself.

What you’re really doing, though, is setting them up to answer objections. This is an age-old sales tactic. And after all, you are on a sales call. Instead of selling a widget, though, you’re selling yourself. And they could have objections. If they do, it’s your job to overcome them.

Your Goal with This Simple Job Interview Question

It’s pretty simple, really: You are asking this job interview question because you want to get the job. When they state objections, you have two responses:

“I have [that thing they don’t feel you have]. Let me tell you a little bit more about my experience in that area.”

“You’re right; I don’t have [that thing they don’t feel you have]. What can I do to provide more value for you?”

No job interviewer in their right mind will tell you you’re too old, young, fat, skinny, white, black, male, or female. But they might tell you that you lack some experience that they’re looking for. And when they do, you’ll be ready.

A Word of Caution

Some interviewers will be taken aback when you ask this all-important question during the interview process. They won’t know how to answer it. They may not even have an answer. And they might have some nonsense answer that tells you nothing. That’s okay.

If you continue to go on interviews and don’t get job offers, look to the theme in what you’re hearing when you ask this question. You might find a grain of truth that will help you tweak your interviewing process so you’ll find more success.

Preparing you for success in the interview is just part of the process and support our clients enjoy. If you want to up your interviewing game, contact us at hello@iq-communications.com.

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Blog Writing: Tricks to DIY

You know you need to blog, but you’re just not doing it, right? You may be telling yourself it’s too hard, it takes too long, or you don’t have the time to write. Plus, what the heck will you write about? Luckily, blog writing is an easy endeavor—when you have these DIY tricks to help you turn your apprehension into success.

Prefer to watch rather than read? Check out this episode of The Smart Minute.

Why Blog Writing Is Important

You’ve been hearing that you need to blog. But you’ve been hearing that you should be on social media, and you’re not doing that either. What’s the return? Why bother?

Blog writing is a key component of any integrated marketing campaign. One blog can be used in so many ways! If you want to work smarter, not harder, then blog writing needs to move to the top of your marketing list.

Here are just some ways your blogs create little wins in your marketing efforts:

Adds new content to your website, which is essential for SEO.

Can be broken down into multiple little “sound bites” to be shared on social media.

Can be created into a video blog, or vlog, covering the same topic in a different way.

Use one or more blogs in your monthly newsletter to engage readers.

Cross post your blog on LinkedIn and Medium for further reach.

DIY Blog Writing Tip #1: Choose Your Categories

If you are looking for a place to start with your blog writing, aim for one blog a week. Your first step, then, is to figure out what to write about. As luck would have it, there are four weeks in most months. You can, therefore, portion your messages into four broad-based topics.

In the world of marketing, we could say our four topics are digital marketing, traditional marketing, content marketing, and social media marketing. (Yes, there are plenty more, but this is a good place to start.) Now, as you create your blogs, if you’re on WordPress (and you should be), you can create different categories for your blogs, separating them into these four categories you’ve just created.

Easy, right?

DIY Blog Writing Tip #2: Choose Your Blog Topics

But what about each specific blog? This is where it gets fun. Dive into each of your broad topics and get specific. Digital marketing can include why a website is so important, how to create a blog (see what we did there?), and search engine optimization (SEO). Then we do the same thing with each of the other broad topics.

If you can create three blog topics for each of your broad-based categories, you’ll end up with three months of blogs.

DIY Blog Writing Tip #3: Schedule Time to Write

Now that you have your topics, you have to actually sit down and write your blogs. It shouldn’t take you longer than 30 minutes to write a blog, especially if you’ve created a schedule and know your topics. If you have challenges sitting down to write, try recording yourself talking. Rev is a cost-effective solution for getting recordings turned into transcripts that you can use for blogs.

A blog should be 350 words minimum for SEO purposes, which is about 2 minutes of talking. If you want to add more content, that’s completely fine; just know that you’ll end up with a longer blog that people may or may not read.

Put your blog-writing time on your calendar and honor it, just as you would a valued client. YOU are your most important client, so keep that time you’ve schedule sacred.

The Essential Blog Writing Tip

If you are not the type to follow through on all of this blog writing, do yourself a favor: Don’t even get started. If you choose to start blogging, you need to be consistent with it. One blog here and there, when you think about it, won’t cut it.

Instead of going halfway with your blog writing, hire a professional to take it on. It could be someone in your office, or it could be a firm such as Ink & Quill Communications. We always take a holistic look at your marketing to ensure we’re hitting all of the levels to engage with your market. And for many of our partners, blogs are a big part of that.

Schedule your complimentary consultation to learn how we can make a difference in your blog writing, as well as all of your marketing needs.

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Your Business USP Is Vital to Marketing Success

Prefer to watch rather than read? Check out the business USP episode of The Smart Minute.

What is your business USP? While many business owners and entrepreneurs seem to think they know their unique selling proposition, the truth is that, for most, it’s not all that unique. You have to get this dialed in if you’re going to find true marketing success.

Why You Need to Know Your Business USP

There are a few foundational basics when it comes to smart marketing. And a strong USP is one of them. What differentiates your business? Are you faster, smarter, cheaper, or more thorough? Do you do what you do in a way that nearly none of your competitors is doing?

Knowing your business USP—what sets you apart from the competition—is a key component of your marketing message. It’s right up there with your why (and it might even be your why!). Below are five tips you can use to brainstorm your business USP.

Tip 1: What Are Customers Buying?

When reviewing your business, it’s important to differentiate between what you sell and what your customers are buying. You may sell banking services, but your customers are buying peace of mind. If you sell HVAC service, your customers might be buying home comfort.

Get out of the ordinary way of thinking here. This isn’t a linear exercise. It’s a little bit more right-brained to think of your products and services in this light.

If you’re not sure what your customer are buying, ask them! They’ll tell you.

Tip 2: How Do You Work with Customers?

Consider how you do business with your customers. Do you offer a mobile service in an industry where most others don’t? Can you offer services internationally? Are you exclusively online or in person? If you do something even slightly different from others, that could be your business USP.

Tip 3: How Is Your Product or Service Delivered?

Do you have a set of drones to deliver your products? That would be unique! Amazon has nailed down free two-day delivery as a major business USP for them. Now others (we’re looking at you, Target) are looking to offer something similar after seeing how successful this initiative has been for Bezos and Co.

Tip 4: Look to Your Competition

Every business has competitors. Review their businesses for ways in which you differ from them. If your team has won awards or has specific credentials, that would be something to hold out as a strong business USP.

Run through tips 1–3 to see what those businesses and doing differently and see if you can find opportunity for your business.

Tip 5: Imitate the Best

Just as Target took the idea of free two-day shipping from Amazon, you too can copy one of the greats. Take a look at what the leaders in your industry (and not in your industry as well!) are doing. Is there something you could copy and improve?

As Oscar Wilde famously quipped, “Imitation is the sincerest form of flattery.” There’s nothing wrong with taking another company’s business USP, molding it to your company, and then embracing that new thing as your own.

Start with Your Business USP; End with Smart Marketing

Your USP is what makes you stand out from the competition and helps create a foundation for your marketing, so spend some time on this topic if you don’t already know what yours is. Test it out; ask your customers; survey your team. Once you have a strong business USP, creating a smart marketing message will be that much easier.

Questions about your business USP and how to create a marketing message that positions your business for success? The marketing ninjas at Ink & Quill Communications can help. We are consultants first, last, and always. And we know marketing.

Choose a time on our calendar to schedule a free 10-minute consultation and see how getting a handle on marketing can make all the difference in your success.

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The SEO Basics Your Website Must Have

Prefer video? Check out this episode of The Smart Minute.

SEO is a big topic, but it’s an important topic when it comes to creating and marketing your website. Your business surely has a website, but does it have the SEO basics that will help it really pull in customers? The answer for many companies is an unfortunate no. While hiring an SEO company is the smartest choice, there are some things you can do now to help support SEO and get your website moving in the right direction.

Your Website Must Be Secure

It used to be that websites only needed to be secure if they were accepting payments. That is no longer the case for SEO basics. Now, if your website is not secure, your would-be visitors may be deterred from visiting. In fact, many browsers even warn visitors NOT to visit when the site isn’t secure. And the URL navigation bar will highlight that the site is not secure, if your customers are able to get through. Now that’s not good for business.

A secure website has an HTTPS designation (as opposed to HTTP). To implement this, it’s as simple as buying the SSL certificate from your hosting company. Then you’ll just need to make it active. Not sure how to do this? Talk to your hosting company or IT person.

Your Website Must Be Mobile Responsive

More than half of the visitors to your website are finding it on their mobile devices. Gone are the days of pinching a site and making it bigger so it shows up on your phone. Now, your website has to be mobile responsive. Not only is that a smart choice for business, it’s now a requirement for SEO basics.

Google, which is of course the #1 search engine, indexes sites based on the mobile version of their sites. This is called mobile-first indexing. If your site is not optimized to be responsive on a phone or tablet, you’re facing an uphill battle in getting it found.

Each Page on Your Website Needs H1 Tags

Just as every book has a title, so does every website (and page on that site). That’s what an H1 tag is: the title of your page. It tells the search engines what your site and pages are about. Without proper H1 tags, you’re missing one of the most fundamental SEO basics.

The H in H1 stands for header, and you can have H1–H4. Each page has one H1 tag, but it can have multiple H2–H4 tags. As a reader, you’ll see these tags as bigger, bolder headers that separate blocks of text. So they work to help drive eyes through your content as well as to tell Google what your pages are about.

Smart marketers have an H1 tag on every page and also use that same keyword in an H2 tag (and H3, if possible).

Your Website Needs Fresh Content Regularly

When it comes to SEO basics, needing content is nothing new. SEO is driven by content. You can easily add new content on a regular basis by writing blogs. Search engines have deep affinity for blogs, and they are easy to add with some smart blogging strategy.

To really maximize each blog, be sure that you are optimizing them for SEO. Your SEO basics for blogs are:

At least 350 words

SEO-friendly title with keywords

H1 tag that includes the same keywords

Link to your website (usually in the call to action)

Link to another website, preferably an authority site

Image that has the keywords in the alt tag

While there’s not a “perfect” increment in which to blog, you should be adding new content to your site once a month at the very least.

SEO Basics May Not Be So Basic to You

You got into business because you wanted to do your business, not worry about all of this marketing mumbo-jumbo. SEO basics? You’re lucky you know what SEO means!

Never fear; Ink & Quill Communications is here to help!

Our team has an expert in SEO, and when his knowledge is combined with our content specialists, advertising expert, and marketing strategists, you get more than just SEO basics; you get a full-scope marketing campaign.

If you have questions, we have answers. Choose a time on our calendar to learn how just 10 minutes out of your day can help you get a handle on this topic and more.

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Your Marketing Perspective: Look Back, Look Around, Look Ahead

Ah, the holidays. Families and friends gathered together, meals were shared, games were played, gifts were exchanged, and kisses were given to ring in the new year. Now, just a few days later, the season has changed again. We’re back in working mode, and that means it’s time to look at your marketing perspective for the new year. After all, you want to be smart and look back, around, and ahead to make this your most successful year yet.

Look Back

First, this is a season of reflection. We take time to look back on the year that’s just ended to review what we’ve learned. While we’re doing this personally, it’s important to do it professionally as well so you can have a clear marketing perspective of what has occurred. Here are just a few questions to consider as you reflect on 2018:

What was our organization’s main accomplishment this year?

What are the three things we did really well this year?

What held us back from accomplishing more?

Look Around

Next, this is a season of assessment. As the calendar turns, it’s the best time to assess your current strengths and weaknesses. Determine where you are strong and where you are weak. Be brutally honest! The future can only be built on a true foundation, not on an imagined one. Here are a few questions to help you honestly assess your position:

What do people think of when they think of us?

What is the comment we hear most often about our website?

Do we have a strong back-end marketing plan and/or follow-through process to engage with our customers and potential customers?

Are we fulfilling our mission effectively?

Look Ahead

Finally, this is a season of adjustment. Now is the best time to set a new course, explore new opportunities, and set specific goals. Here are a few questions for you and your organization to use for planning:

What is the biggest change we need to make in the coming year?

What three things do we need to improve in the coming year?

What are our SMART Goals (Specific, Measurable, Actionable, Realistic, Time bound) for the coming year?

What do we need to do to strengthen or shift our brand?

How can we expand awareness, increase engagement, and grow our organization?

The Benefit of Shifting Your Marketing Perspective

One of the amazing things about this process of looking at your marketing and business in these ways is that it stimulates creativity and sows the seeds for change. I guarantee that after you go through this simple process, you will be prepared to create new plans for the coming year with greater focus and clarity. 

It’s important for businesses to use the right promotions, messaging, and a multichannel approach to stand out. That’s why, at Ink and Quill Communications, we take time to learn about you and your needs so we can partner with you to design the perfect marketing perspective to drive the right leads to your door. 

Learn more about this process and how we can help you look back, look around, and look ahead to 2019 through a free discovery call. Choose a time that works for you so, together, we can shift your marketing perspective.

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The Interview Question You Must Be Ready to Answer

Looking for a new job is truly a job all in itself. It takes time to find the right positions to apply to, craft your resume and cover letter for each position, and track and follow-up with your applications. But what about when you get the call for an interview? Will you be ready? While there are a number of important questions you should anticipate, the one interview question that could make or break your chances may not be the one you expect.

Regular Interview Question Culprits

Thankfully, most interviewers have come a long way from, “What are your strengths and weaknesses?” After all, when most people give the same cookie-cutter responses, it can be challenging to determine who your best candidates are.

These days, you will likely be asked questions that fall into two buckets:

Bucket one: functional questions, meaning can you do the job?

Bucket two: situational questions, or can you think on your feet?

Some savvy interviewers will also ask “fit” questions to determine if you are a good fit for their organization. These could be about your personality, the way you manage stress, or what you do in your free time.

You may also be asked where you see yourself in five years or your goals within the company, so be prepared for those as well.

The Interview Question You Might Not Expect

After you’ve gone through all of those standard interview questions, there’s one that can be the differentiator in your interview process. It’s the one you might not expect because it is more of a sales question. That’s because an interview is really a sales call.

If you’ve ever worked in sales and been on a sales call, you may have been asked something along the lines of, “Why should I buy this from you?” or “Why should I buy this product / service now?” And you have to come out with your sales pitch.

The interview is the same process.

Then what is that interview question you have to be ready to answer? Here it is:

“Why should I hire you?”

Big, right?

What Happens Next

When you’re asked this all-important question, it will usually be toward the end of the interview. And it will probably throw you if you’re not prepared.

Most people have a response to this question, even if you don’t realize it yet. Unfortunately, it’s often not a good answer. Here’s what usually happens:

Deer in headlights. Nothing comes to mind. At all. You’re lost.

“Puppy-dog” traits: “I’m loyal, smart, friendly, show up on time….”

A solid, well-thought-out response.

In my experience, about 3% of people fall under #3. Most lean toward #2, and some poor unfortunate job seekers are left in #1. But it doesn’t have to be that way!

The Formula for a Great Answer

Just as in a sales call, an excellent response to the interview question “Why should I hire you?” focuses on highlighting features and benefits. Remember that YOU are the product / service this company is looking to buy. That means you need to tell them about all the value they will receive from hiring you!

Look to sales for a perfect three-part formula:

Restate what they said they’re looking for. Be sure you get them to agree with this!*

Share how you bring exactly what you just highlighted.

Add an accomplishment to showcase value.

* It’s super important that you ensure that you are on the right track here. It’s an old sales trick that works. When you get that first yes, you’re essentially priming the pump for the final yes: a job offer!

That’s it. Simple, right?

Although you might want to memorize a pat response, that’s probably not the best option, mostly because what each company is looking for may change. You wouldn’t want to memorize how you’re fantastic at A, B, and C when what they really want is Q, R, and S.

Tailor your response to each position and the tone of the interview. Bonus: This formula works in every industry and every situation.

Still Have Concerns about Your Interview Skills?

Job searching is a challenge, and it can cause even the most confident, qualified candidates some anxiety. If you are concerned about how you can master the interview, rest easy: Ink & Quill Communications has you covered. Clients who choose our Smarter and Smartest Resume packages receive job-search coaching that includes interviewing, maximizing LinkedIn, networking, and creating a winning 30-second commercial. Plus, we also have a GCDF coach on staff who provides one-on-one help with identifying your dream job, interviewing, and negotiating your next opportunity.

Contact us at hello@iq-communications to learn more and get started!

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Resumes Create Value for Job Seekers

With a new year right around the corner, many people are searching for ways to better themselves and their lives. For employees, one way might be with a new job. Of course, looking for a new job can be a job all in itself. That’s why a well-crafted resume is so important. When properly written, resumes create value for job seekers—and for the employers they’re hoping to entice.

How Resumes Create Value

While a resume has the job seeker’s name at the top of it, in truth, it’s not about that person. It’s about the value that person can provide to an employer. And that value starts at the very beginning of the document.

Contact Information

You know your resume needs to have contact information. At least one would hope so. But there are, surprisingly, a number of resumes that lack any contact information and many others that have extraneous information. Here’s what you should be including right at the top of your resume:

Name

Mobile phone number

Personal email address

Custom LinkedIn URL

On the second page of your resume, be sure that you have made a clear break between pages (not mid-sentence), and repeat your contact heading with at least your name and number or email. That’s insurance should the resume be printed and then separated.

Title or Headline

Following the name and contact information, resumes create value by telling the reader who you are for them. We haven’t used objectives on resumes for more 20 years, mostly because they are more about you and less about your value to the employer. A title or headline is a simple job title.

Remember that the title is what you’re seeking, not what you are doing now. So if you’re currently the director of marketing and want to move up to VP of marketing, that latter is the title that will go on your resume.

I wanted to take a moment to tell you how much I am benefitting from your help. My former company merged with another company and my role was eliminated. Thanks to your input, I had such a head start on updating my personal marketing documents. I started plugging away at my LinkedIn profile and immediately caught the attention of headhunters all across the country.

Joanna Bledsoe

Summary

Perhaps the biggest section in which resumes create value for employers is the summary. In the ’90s and before, resumes had an objective (all about you) and highlights of qualifications. Both of these did little to share value. Now, resumes have a title, summary, and areas of expertise. All of these are geared toward sharing what you bring to the table.

Your summary should answer the question, “Why should I hire you?” Share your overall approach and commitment to the position as well as key ways you’ve been an asset across your career. Steer clear of sharing the number of years of experience you have, unless you are new to the market and want to highlight work you’ve done while in college.

Areas of Expertise

Essentially your keywords section, areas of expertise are the core competencies and transferable skills you offer. They should be formatted as a table or column list, highlighting 9–16 words and phrases that will intrigue an employer. 

Remember to update your areas of expertise for each position. Keywords change from job to job, and if your keywords don’t match those for which the employer is searching, you’re going to lose traction. A crucial way resumes create value is by including the keywords that applicant tracking systems are looking for.

Strong Accomplishments

An old-school approach to resume writing is to list each position you’ve had followed by a bulleted list of things you did in that position. There’s no value in that. 

Instead, compose results-oriented accomplishments. They should be about how you made the company / clients money, saved the company / clients money, made clients / management / employees / stakeholders happy, or improved processes and systems. And each statement should start with the result: “Increased sales 25% in six months following implementation of new employee-training program.”

Is Your Resume Adding Value?

While it’s not impossible to write your own resume well, you’ll be on a better path to your next career with a professionally written document. Resumes create value by talking about your value, and that’s something that can be challenging to share yourself. After all, we are taught to be humble and not brag about our accomplishments.

With more than 20 years of experience writing interview-getting resumes, we know what hiring managers are looking for on your resume. Whether you need a quick turnaround or extensive support that includes career coaching, networking advice, and job-search support that will advance your career, we have you covered. We craft custom resumes and LinkedIn profiles that truly showcase your value.

To see if your resume is on the right track, email it today to hello@iq-communications.com for a complimentary review.

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5 Ways to Capitalize on Holiday Marketing Opportunities

The holidays are upon us, and if you have not already started weaving your holiday marketing magic, you still have time to create some holiday marketing opportunities!

From October through January, there are a number of holidays around which you can build campaigns. But the competition is fierce this time of year. We are in a good economy, and people have money to spend. You can determine where they spend at least a chunk of it if you get your plans in order now.

Create a Holiday Theme

During the holiday season, we are flooded with memories. Adults flashback to our childhood years, lights, cookies, and being with family. Almost any product or service can create messaging tailored to this nostalgia. How? Lucky for you, we have ideas to capitalize on holiday marketing opportunities.

1. Market Products and Services to the Season

Think about what you do in relation to the holidays. If you own a home services business, focus on the fact that holiday events usually happen around the house. Homeowners will need their residences cleaned, carpets steamed, HVAC tuned, landscaping updated, and meals catered. They might even be in the market to refinance to get some quick holiday cash!

Not a B2C business? No worries! Companies are usually closing out their books in December, so they need to spend money or look to how they will invest in the coming year. Focus on getting in early for their New Year planning.

2. Give a Special Holiday Gift

Everyone loves to get something free. Since the holidays are traditionally a time for gift giving, get in on the action with a giveaway. Secure prospective clients’ information through social media posts, postcards in your location, newsletters, blogs, and displays at trade shows. You can give something that represents your company (e.g., a pest company could give a home bug spray), or you could support a business in the community, such as a gift certificate for a local restaurant.

The key here is to have an ongoing marketing plan in place for all of those emails and phone numbers you’ll collect through your giveaway. Otherwise, you’re just giving money away with no potential return, and that is not capitalizing on holiday marketing opportunities.

3. Host a Charity Event

With #GivingTuesday fresh in our minds, it’s easy to latch on to the spirit of the season. Collect cans to share with the local food bank at your location or at events you attend. Create an event to volunteer at a shelter and invite your best clients. If you already give back a percentage of your earnings, be sure to publicize that to your community. For instance, at Ink & Quill Communications, a percentage of our sales goes to ChildHelp, so every time clients buy from us, they’re doing good. And people love doing good.

4. Create Themed Content

Update your marketing materials to support the season. You can do this on social media, blogs, newsletters, and marketing collateral. Turkeys, snowmen, snowflakes, dreidels, trees, candles, and fireworks are easy to add to printed flyers and such, as well as social media posts. Don’t be afraid to wish your followers a happy holiday and give them tips to get through the holidays. Most everyone is in the holiday mood this time of year, and that creates wonderful holiday marketing opportunities.

5. Develop Month-long Deals

Since most people celebrate Halloween the full month of October, Thanksgiving the full month of November, and Christmas / Hanukkah the full month of December, you can tap into that focus. Target a holiday event every month during the season or just choose one, but keep at it. By making your deal longer than a day or three, you allow happy customers to share the deal with friends and family. And virality is what we’re all striving for, after all.

Unsure How to Create Holiday Marketing Opportunities?

This is a busy time of year for all of us, and many business owners just don’t have the time to develop targeted marketing. Even with ideas, they feel overwhelmed. We get it. That’s why we’re offering a complimentary 30-minute phone consultation to help you come up with strategies (it’s usually 10 minutes, so this is an upgrade). We’ll brainstorm some ways that you can create excellent holiday marketing opportunities and close out the year on a high note!

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We Can All Make a Difference on Giving Tuesday

It’s a simple idea. Giving Tuesday is a global event that takes place on the first Tuesday after Thanksgiving. It has helped amplify fundraising efforts for nonprofits and charitable causes since 2012. The event takes place across social media platforms, in chambers of commerce, and in communities around the globe.

If you watch the news or spend any time on social, you know that we live in a world filled with need. From the fires in California to the Syrian war, from those standing on street corners to friends and family struggling with medical bills, need is all around us.

Where to Start Giving

With so many dire causes and amazing organizations, it can be overwhelming to know where to focus our time and money. While many of us may want to help, we wonder how best to do so. Really, there are so many simple ways to give.

At Ink and Quill Communications, we are committed to making a difference, that is why for Giving Tuesday, we wanted to highlight a few ideas to show you that giving can happen for more than just one day.

Give Time

Your time is one of the most valuable gifts that you can share this Giving Tuesday. Naturally, we are all busy with projects, clients, and life, but a gift of time can make a huge difference to someone else. While you may be inclined to choose to give your time to an organization in the community, remember that you can look closer to home as well. Friends and colleagues always appreciate the gift of time, whether it’s over a cup of coffee or helping to do things around the house.

When it comes to giving time, you can volunteer for one day, one event, or for a much longer time. Hospitals, children’s organizations, and shelters are just some places that always need helpful, giving volunteers.

Give a Donation

When it comes to Giving Tuesday, many of us think in terms of giving money. Opening your checkbook is easy to do this time of year since you can work it into your holiday giving. Look locally at food banks, homeless shelters, and angel trees at your children’s school or the mall. Nationally, you can choose to support a number of excellent charities. Here at Ink & Quill Communications, we donate a portion of our sales to ChildHelp not just on Giving Tuesday but year round. Consider doing the same. Or create a legacy gift in your will or trust.

Give a Gift That Gives Back

If you don’t have enough in your budget, you can give in other ways. Donate your time by volunteering at a nearby animal shelter or soup kitchen. Sign up to become an organ donor. Give blood. The possibilities for good deeds are endless.

Change Your Definition of Giving Tuesday

When you think about how to give, go beyond charities. Giving doesn’t have to be limited to charitable organizations. From cleaning up a neighborhood park or volunteering in your child’s school to organizing a community garden, make a commitment and give back.

If you have children, get them in on the act. What better way to teach them about the importance of supporting others?

Employers, motivate your team to give back as well. Are you in a trade that could support Habitat for Humanity? Could you work with the United Way to pull a percentage of before-tax payroll? Lead by example and see how far the giving can go.

Share the Good

Whatever you choose to support for Giving Tuesday, share the love! The movement has a hashtag, #GivingTuesday, so allow the community to connect. Your efforts will be seen and, perhaps, emulated. What better way to move in to the holiday season than by giving?

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5 Ways to Reduce Stress at Work and in Life

It’s a fast-paced world in which we live. We have alarms, timers, calendars, and deadlines that keep us jumping. Sometimes, we can get blinded by the barrage of outside influences. And that can lead to stress, which spills over to our relationships. Here are 5 ways to reduce stress, both at work and at home.

A Typical Day

What does your day look like? For me, I’m up at 5 am and working by 6 am. The first thing I do is grab a cup of coffee while I review emails and my to-do list so I can prioritize my day. As the rest of the office shows up by 7 am, my focus shifts to dealing with employee requests and personal issues. Then it shifts again at 8 am as clients start calling.

After another couple of cups of coffee, meetings get started. Those can last a few hours. And that could mean another cup of coffee. Or two.

I step away for a quick lunch around 11:30 am, and then, as the afternoon starts, it’s round two of employee issues and client projects. By 4:30 pm, I’m closing up and looking forward to heading home.

Only for it to start again tomorrow.

Stress Sneaks Up on Us

Even when everything is running like clockwork, stress still creeps in. It can show up in a number of ways:

Being short-tempered with the team, family, and friends.

Feeling like the hustle and bustle will never let up.

Missing deadlines.

Falling behind, which puts pressure on others to pick up after us.

Headaches, back pain, and the other physical manifestations of stress.

A “normal” workday can transform from a set schedule to running around putting out fires. Unfortunately, most days don’t work out as planned; there’s always something that comes up. And of course, that’s just at the office. We also have our personal lives that play into everything that’s happening. It can be exhausting. No wonder we’re looking for ways to reduce stress!

The Consequences of Too Much Stress

The truth is that we can’t escape stress. Even good things can be stressful! But when you don’t manage stress, it can take a toll on relationships as well as your health.

Stress left unchecked can be quite detrimental. According to Mayo Clinic, some symptoms of too much stress include:

anxiety

sleep issues

changes in eating patterns (either too much or not enough)

social withdrawal

stopping exercising

excessive anger

increased risk for alcohol, tobacco, or drug use.

Ways to Reduce Stress and Re-center

If what you’re doing isn’t working to keep your stress manageable, here are 5 ways to reduce stress in your life.

1. Stay Positive and Laugh Laughter has been found to lower levels of stress hormones, reduce inflammation of the arteries, and increase “good” (HDL) cholesterol.

2. Exercise Every time you are physically active, whether you take a walk or play tennis, your body releases mood-boosting chemicals called endorphins. Exercising not only melts away stress, it also protects against heart disease by lowering your blood pressure, strengthening your heart muscle, and helping you maintain a healthy weight.

3. Unplug It’s impossible to escape stress when it follows you everywhere. Cut the cord. Avoid emails and TV news. Take time each day—even if it’s for just 10 or 15 minutes—to escape from the world.

4. Focus on Yourself Find ways to take the edge off your stress. Simple things, such as a warm bath, listening to music, or spending time on a favorite hobby, can give you a much-needed break from the stressors in your life.

5. Outsource When Necessary “If there’s some task that just thinking about it fills you with dread, then it’s probably worth considering whether you can afford to buy your way out of it,” said Elizabeth Dunn, a professor of psychology at the University of British Columbia. Too many entrepreneurs take on everything themselves, when just letting go of one or two things could really help manage stress.

Don’t Let Marketing Be a Cause of Stress

Trying to solve today’s complex customer journey and generate real results from your marketing plan at the same time can be stressful and challenging. If you’re feeling overwhelmed, take a deep breath and remember #5 about outsourcing. Ink & Quill Communications is your marketing power partner. We create and implement the strategies that drive results. And that’s just one of the ways to reduce stress at work and home.

Contact us to schedule your free 10-minute consultation so we can help you regain more balance. We promise not to make it too stressful.

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Plan Now for 2019 Marketing Goals

How did it happen that it’s already Thanksgiving week? It’s true that, the older we get, the faster time seems to move. Don’t let it get away from you; right now is the perfect time to start planning your 2019 marketing goals. Here are some hints to get you ahead of the game and prepare for an amazing new year.

Why Goal Setting Is Important

Goals are just one way that we, as individuals and business owners, stay focused. Plus, those goals can prevent your business from becoming stagnant. There’s always something new to achieve, a direction in which you’re headed.

In reality, goal setting is one of the most important activities you can practice in your business. While implementation may change, developing solid 2019 marketing goals is your foundation for success in the coming year. Only with a solid plan can you expect to increase brand awareness and generate qualified leads that convert.

Step 1: Define Your Goals

You’ve no doubt written down goals before. When it comes to successfully reaching those goals, however, you must be specific. Be realistic with your expectations for yourself and your business. But stretch yourself too.

A smart way to define your 2019 marketing goals is by setting two goals: one you feel is achievable, plus a stretch goal that you’re not sure is possible. Focusing specifically on revenue for a moment, perhaps 5% is doable given your current trajectory. Given that, maybe your first goal is 7% growth. Your stretch goal, then, could be 12% growth.

Step 2: Create a Concise Marketing Plan

When was the last time you thought to create a marketing plan? Most business owners seem to fly by the seat of their pants from year to year. And, sure, that can work—for a while. Eventually, you’re going to need something a little more planned out.

That’s not to say you need a comprehensive manuscript. The best way to build a simple marketing plan is to work backwards. What are your 2019 marketing goals? More revenue? More clients or leads? Once you determine what your goals are, you can then create a plan to meet them.

As you write  your plan, keep a calendar close by. Look at major events throughout the year—both in your business and the world. If a certain season is busy for you, plan early to implement marketing tactics to make it even more amazing. Tie your plan to something tangible. That makes it more real, and that also means you’re much more likely to keep it top of mind.

Step 3: Track Your Efforts

You’ve heard the saying: What gets measured gets done. Creating a marketing plan is fantastic, but without tracking mechanisms, it’s just a wish on paper. You need to establish key performance indicators (KPIs).

You can set your KPIs for any of your marketing plan numbers, including revenue, leads, conversions, and customers. And you should be setting them not only for the year but month to month as well. Remember not to pin all of your hopes on one number (most people think specifically of revenue). There are many milestones along the line from prospect to customer, and marketing can be effective—or ineffective—anywhere.

Step 4: Analyze Your Results

As you’re tracking your KPIs in your marketing plan, be sure to make time to analyze those results. Did you get as many leads last month as you expected? What about your conversion rate? You need to look at your marketing holistically as well as granularly to get a complete picture. Data should be at the core of your 2019 marketing goals because it’s that data that helps you to reach those goals.

Step 5: Review, Adjust, and Improve

After you’ve implemented your marketing plan for a bit, you’ll have data and results. Then it will be time to adjust. You always want to be getting out a portion of what you’re putting in to your marketing efforts. By tracking your efforts and analyzing your results, you’ll have a firm handle on your ROI: return on investment. If you find that something isn’t delivering, determine how long you’ll keep doing it before you throw in the towel. Alternately, if something is working, when will you add more resources in that direction?

Start Creating Your 2019 Marketing Goals Now

The first step to ensure you are on the path to success in the new year is to set your 2019 marketing goals. Be SMART about them. And remember to create stretch goals as well. Goals are the foundation of everything else in your marketing plan.

Believe it or not, there is just a little more than a month until we hit 2019, so sit down now and start working on your plan. With a plan, you are armed to make this the best year ever.

Curious how to even get started with marketing? Ink & Quill Communications provides the strategy and implementation behind successful marketing, all for a fixed monthly fee. We call it our Smartest for You Package, and it’s how you can edge out your competition. Schedule your free 10-minute consultation to learn how we’ll help you meet your 2019 goals.

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